The 2024 Luxury Resale Report: The RealReal Reveals Top Brands and Trends Shaping the Market
The 2024 Luxury Resale Report: The RealReal Reveals Top Brands and Trends Shaping the Market
Consumers Take the Lead, Redefining Trends and Investing in Lasting Value
消费者引领潮流,重新定义趋势并投资于持久价值
SAN FRANCISCO, Aug. 21, 2024 (GLOBE NEWSWIRE) -- The RealReal – the world's largest online marketplace for authenticated, resale luxury goods — today released its seventh annual 2024 Luxury Resale Report. This comprehensive report uses 13 years of data to examine the current state of luxury resale, delves into the shopping and consignment behaviors of The RealReal's more than 37 million members, and spotlights key trends shaping demand and resale value for luxury's most sought-after brands and items.
SAN FRANCISCO, 2024年8月21日(全球新闻)—The RealReal - 全球最大的认证再销售奢侈品在线市场—今天发布了其第七份2024年度奢侈品再销售报告。这份综合报告使用了13年的数据,研究了奢侈品再销售的现状,深入剖析The RealReal 3700万多名会员的购物和寄售行为,并重点关注塑造奢侈品最热门品牌和物品的需求和二手价值的关键趋势。
Investment-worthy pieces such as high-value fine jewelry and timeless handbags dominated, alongside trends ignited by TikTok and the revival of nostalgic TV shows in the cultural spotlight.
投资价值高的精品,例如高价值的珠宝和经典手袋,与TikTok的引发的趋势以及复古电视节目的复兴一起在文化的聚光灯下占据主导地位。
"Fashion is undergoing a seismic shift. Trends less frequently flow from the top (runways), and are now emerging from the ground up through things like TikTok, television shows, and everyday street style," says The RealReal's President & Chief Operating Officer, Rati Sahi Levesque. "This unprecedented collision of fashion and culture is empowering consumers to shape trends themselves, driving demand for unique, high-value items that reflect their personal style. They're looking to invest in quality more, especially during a time of economic insecurity...It's no longer about what's new being what's next—it's about what's going to last. More than ever, shoppers are curating their wardrobes with a focus on distinctiveness and enduring value."
“时尚正在发生巨变。趋势不再频繁地从顶层(时装秀)流动,而是通过TikTok、电视节目和日常街头风格等方式从底层崛起。”The RealReal的总裁兼首席运营官Rati Sahi Levesque说道。“这场史无前例的时尚和文化碰撞使消费者能够自主塑造潮流,推动对独特而高价值物品的需求,这些物品能够反映出他们个人的风格。在经济不稳定时期,他们更加注重投资质量……不再依靠新款来决定下一个时尚,而是看重持久性。如今,购物者越来越注重对自己的衣橱进行策划,注重独特性和持久价值。”
Key themes explored in this year's report include:
今年报告探讨的主题包括:
Top 10 Most Searched Brands Have Something in Common - Universality
前10个最常搜索品牌有一个共同点-普遍性
- Bags men want to carry (men's bag searches +900% YoY), styles that appeal to Gen Z & Boomers alike, and more, are paying off big for the top 10.
- Prada is Gen Z's most searched brand and snags the #3 spot on the list.
- Chanel & Gucci handbags are the #1 & #2 most searched items; brands snag spots 2 & 4 on the list.
- 男士们想要携带的包包(男士背包搜索量+900% YoY),吸引Z世代和婴儿潮一代的款式,等等,对于前10名来说都取得了巨大的回报。
- 普拉达是Z一代最受关注的品牌,并在列表中排名第三。
- 香奈儿和古驰手袋是热门搜索物品的第一和第二位;两个品牌在列表中分别占据第二和第四位。
Buyers Went Big (and Maximalist) with Fine Jewelry
买家对高级珠宝有着更大的需求(大而华丽的款式)
- Fine jewelry saw the biggest growth of any category; amidst economic uncertainty, consumers gravitated toward these pieces, with guaranteed ROIs and staying power.
- Sales +22% YoY for pieces $5,000+ by Van Cleef & Arpels, Tiffany & Co., & Cartier.
- 高级珠宝是唯一一个呈现增长的品类;在经济不确定的情况下,消费者青睐这些珠宝,因为它们有保证的回报率和持久力。
- 在Van Cleef & Arpels、蒂芙尼和卡地亚等品牌中,价值在5000美元以上的珠宝销售额同比增长22%。
And Sought Out (More) Attainable Handbags
人们追求(更)能接触到的手袋
- Handbags priced $1,000-3,000 saw the biggest spike in buyer growth, +13% YoY.
- Buyers focused on good investments; average resale value for The Row Margaux +44% YoY, Loewe Puzzle average selling price is at an all-time high (+40% since 2020)
- 售价1000-3000美元的手袋的买家增长最大,同比增长13%。
- 买家专注于好的投资;The Row Margaux的平均转售价同比增长44%,Loewe Puzzle的平均售价创历史新高(自2020年以来增长40%)。
Vintage Went Mainstream
复古风格渐渐走进主流
- Formerly niche brands like Issey Miyake (searches +100% YoY) and Vivienne Westwood (sales +35% YoY), once reserved for the in-the-know crowd, have surged into the mainstream.
- And a new guard, for those looking to be early adopters, emerged; collective sales of Claude Montana, Courrèges & Romeo Gigli +59% YoY.
- Throwback TV drove strong demand for Gen Z, making muses out of Carrie Bradshaw and Carmela Soprano.
- 之前只有一小部分人知道的品牌,如一濑美秀 (搜索量同比增长100%) 和薇薇恩·薇斯特伍 (销量同比增长35%),现在也进入了主流市场。
- 同时,新一代品牌开始崛起,它们吸引了那些想要成为早期采用者的人们;Claude Montana、Courrèges和Romeo Gigli这几个品牌的综合销量同比增长了59%。
- 经典电视剧的复播强力推动了Z世代的需求,使得Carrie Bradshaw和Carmela Soprano成为了灵感来源。
Street Went C-Suite
街头风潮进入高层
- YoY Sales were down 25-35% for classic streetwear brands and pieces — Supreme, Off-White, Nike Jordans — yet jumped by 25% for suiting.
- YoY Vintage sales from brands known for their business-esque attire soared: Donna Karan +216%, Gianfranco Ferré +270%, St. John +163%.
- 经典街头服饰品牌和单品的年同比销量下降了25-35%,例如Supreme、Off-White和Nike Jordans,但正装的销量上升了25%。
- 几个以商务装为特色的品牌的复古销量飙升:Donna Karan同比增长了216%,Gianfranco Ferré同比增长了270%,St. John同比增长了163%。
We're Predicting 2025's 'Mob Wife'...
我们预测2025年的“黑帮妻子”……
- Combining boho and utilitarian styles — YoY searches for vintage Diesel +917%, Levi's +69%, Chloe culottes +113%, Dôen dresses +50%, fringe leather +68% — 'New Americana' is likely to dominate culture.
- 将波西米亚风格和实用主义风格相结合——YoY搜索的复古Diesel +917%,Levi's +69%,Chloe culottes +113%,Dôen连衣裙项目+50%,长毛革+68%——“新美国风”可能主导文化。
Meeting Customers Where They Are... We Debuted a New Condition Category
遇见客户的地方...我们推出了一个新的Condition类别
- 73% of TRR shoppers say 'value' is the #1 reason they shop the site.
- 'As Is,' our newest, most accessible, and well-loved condition category, keeps more luxury items out of landfills and gives shoppers something to make totally their own.
- 73%的TRR购物者表示“价值”是他们在该网站购物的首要原因。
- 我们最新推出的“As Is”Condition类别是最具可访问性和受欢迎的,它使更多的奢侈品避免填埋,并给购物者提供了完全属于他们自己的东西。
To view The RealReal's full 2024 Luxury Resale Report, visit TheRealReal.com.
要查看The RealReal的完整2024年奢侈品转售报告,请访问TheRealReal.com。
To download imagery from the report, courtesy of The RealReal, click here.
要从报告中下载图片(由The RealReal提供),请点击此处。
About The RealReal Inc.
The RealReal is the world's largest online marketplace for authenticated, resale luxury goods, with more than 37 million members. With a rigorous authentication process overseen by experts, The RealReal provides a safe and reliable platform for consumers to buy and sell their luxury items. We have hundreds of in-house gemologists, horologists and brand authenticators who inspect thousands of items each day. As a sustainable company, we give new life to pieces by thousands of brands across numerous categories—including women's and men's fashion, fine jewelry and watches, art and home—in support of the circular economy. We make selling effortless with free virtual appointments, in-home pickup, drop-off and direct shipping. We do all of the work for consignors, including authenticating, using AI and machine learning to determine optimal pricing, photographing and listing their items, as well as handling shipping and customer service.
关于The RealReal Inc。
The RealReal是全球最大的在线经过认证的二手奢侈品市场,拥有3700万多名会员。通过专家监督的严格认证流程,The RealReal为消费者提供了一个安全可靠的平台,供其买卖奢侈品。我们拥有数百名内部珠宝学家、钟表师和品牌鉴定师,每天检查数千件商品。作为一家可持续发展的公司,我们通过支持循环经济,给众多品类的品牌带来新生——包括女装和男装时尚、精品珠宝和手表、艺术品和家居用品。我们通过免费的虚拟预约、上门取件、送货和直接发货,让销售变得毫不费力。我们为寄售者做所有的工作,包括鉴定、使用人工智能和机器学习确定最佳定价、拍摄和上架商品,以及处理运输和客户服务。
Press Contact:
Mallory Johnston
Head of PR
mallory.johnston@therealreal.com
新闻媒体联系人:
Mallory Johnston
公关负责人
mallory.johnston@therealreal.com
Source: The RealReal
来源:The RealReal